The Situational Effect of Groups

In his Guardian article, “Hands up if you’re an individual,” Stuart Jeffries offers a brief summary of some social psychology classics. Below, we have included excerpts. After reviewing Milgram’s famous experiments on obedience, Jeffries writes:

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This was one of the classic experiments of group psychology, though not all have involved duping volunteers into believing they had electrocuted victims. Group psychology has often involved experiments to explain how individuals’ behaviours, thoughts and feelings are changed by group pressures.

It is generally thought to have originated in 1898 when Indiana University psychologist Norman Triplett asked children to spin a fishing reel as fast as they could. He found that when the children were doing the task together they did so much faster than when alone. Triplett found a similar result when studying cyclists – they tended to record faster times when riding in groups rather than alone, a fact that he explained because the “bodily presence of another contestant participating simultaneously in the race serves to liberate latent energy not ordinarily available”.

More than a century later, social psychology explores how other people make us what we are; how unconscious, sometimes ugly, impulses make us compliant and irrational. Why, for example, do I smoke even though I know it could be fatal? How can there be such a gap between my self-image and my behaviour (this is known as cognitive dissonance)?

Why do high-level committees of supposed experts make disastrous decisions (for example, when a Nasa committee dismissed technical staff warnings that the space shuttle Challenger should not be launched, arguing that technical staff were just the kind of people to make such warnings – this is seen as a classic case of so-called “groupthink”)?

Why do we unconsciously obey others even when this undermines our self-images (this is known as social influence)? What makes us into apathetic bystanders when we see someone attacked in the street – and what makes us have-a-go-heroes? What makes peaceful crowds turn into rioting mobs?

Group psychological studies can have disturbing ramifications. Recently, Harvard psychologist [and Situationist contributor] Mahzarin Banaji used the so-called implicit association test to demonstrate how unconscious beliefs inform our behaviour. [Sh]e concluded from [her] research that the vast majority of white, and many black respondents recognised negative words such as “angry”, “criminal” or “poor” more quickly after briefly seeing a black face than a white one. . . .

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The nature of conformism has obsessed social psychologists for decades. In 1951, psychologist Solomon Asch did an experiment in which volunteers were asked to judge the correct length of a line by comparing it with three sample lines. The experiment was set up so that there was an obviously correct answer. But Asch had riddled a group with a majority of stooges who deliberately chose the wrong answer. The pressure of the majority told on Asch’s volunteers. He found that 74% conformed with the wrong answer at least once, and 32% did so all the time.

What impulses were behind such conformism? Social psychologists have long considered that we construct our identities on the basis of others’ attitudes towards us. Erving Goffman, in The Presentation of Self in Everyday Life (1959), analysed social encounters as if each person was engaged in a dramatic performance, and suggested that each such actor was a creation of its audience.

Through such performances of self we internalise role expectations and gain positive self-esteem. We cast other individuals and groups in certain roles. Such behaviour may make some of us unconscious racists, but it also lubricates the wheels of social life.

French psychologist Serge Moscovici developed what is called social representation theory, arguing that shared beliefs and explanations held by a group of society help people to communicate effectively with one another. He explored the notion of anchoring, whereby new ideas or events in social life are given comforting redescriptions (or social representations). For example, a group of protesters against a motorway might be described demeaningly by the road lobby as a “rent-a-mob,” while the protesters themselves might anchor themselves more falteringly as “eco-warriors”.

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Social psychologists have also been long-obsessed by the psychology of crowds. In 1895, French social psychologist Gustave le Bon described crowds as mobs in which individuals lost their personal consciences. His book, The Crowd: A Study of the Popular Mind, influenced Hitler and led many later psychologists to take a dim view of crowds.

After the war, German critical theorist Theodor Adorno wrote of the destructive nature of “group psychology.” Even as late as 1969, Stanford psychologist [and Situationist contributor] Philip Zimbardo argued that a process of deindividuation makes participants in crowds less rational.

Most recent crowd psychology has not been content to brand crowds necessarily irrational. Instead, it has divided into contagion theory (whereby crowds cause people to act in a certain way), convergence theory (where crowds amount to a convergence of already like-minded individuals) and emergent norm theory (where crowd behaviour reflects the desires of participants, but it is also guided by norms that emerge as the situation unfolds). . . .

In the age of MySpace, Facebook and online dating, group psychologists are now trying to find out what goes on when we present ourselves to the world online, how we are judged for doing so and how groups are formed online. Other social psychology touches on such voguish areas of research as social physics (which contends that physical laws might explain group behaviour) and neuroeconomics (which looks at the role of the brain when we evaluate decisions and interact with each other), but the age-old concerns remain part of our zeitgeist.

One Response to “The Situational Effect of Groups”

You’ve covered a lot of territory here… not just about the psychology of crowds, but also the psychology of individuals. We are very influenced by framing and by social validation. Especially when we are uncertain we will turn to others to see what our behavior should be. I’ve just written a book about these principles applied to web site design (Neuro Web Design: What makes them click?).